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Report
Home Care in Finland
Market Direction I 2023-01-25 I 64 Pages I Euromonitor
While current retail value sales remained positive in 2022, retail volume sales declined in home care, with particularly significant declines seen from specific cleaning items such as kitchen cleaners and bathroom cleaners, as well as hand dishwashing and toilet liquids. While some of this volume decline was due to normalisation after COVID-19, with consumers spending more time outside of the household, declines in spending were driven by economic pressures. Price rises were seen, with global in...
Euromonitor International's Home Care in Finland market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Home Care in Finland
Euromonitor International
January 2023
List Of Contents And Tables
HOME CARE IN FINLAND
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers reduce the frequency they wash items, impacting volume sales
Finns trust local players, with domestic laundry care brands being well received
New developments focus on eco-friendly properties and efficacy
PROSPECTS AND OPPORTUNITIES
Private label will continue to expand, focusing on its domestic origin
Brands focus on recyclable plastic to boost sales across the forecast period
Marketing and advertising focus on domestic production and natural ingredients
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rising price points challenge volume sales as consumer behaviour adapts
Natural ingredients are prevalent as players also offer allergy-free products
The sustainability trend continues to add value, appealing to eco-aware consumers
PROSPECTS AND OPPORTUNITIES
Private label players continue to gain ground, offering new products to the landscape
Domestic origin and eco-friendly packaging will drive value sales in dishwashing
Demand for allergy-safe products is set to continue rising
CATEGORY INDICATORS
Table 68 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 69 Sales of Dishwashing by Category: Value 2017-2022
Table 70 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 71 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 72 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 73 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 74 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Quick and efficient results drive sales in surface care
Players launch eco-friendly surface cleaners to align with the sustainability trend
Players use social media to converse with consumers and inform business decisions
PROSPECTS AND OPPORTUNITIES
Domestic origin becomes increasingly important during economic turmoil
Players highlight their sustainable practices to build and encourage brand loyalty
The inclusion of natural ingredients will continue to appeal to Finish consumers
CATEGORY DATA
Table 26 Sales of Surface Care by Category: Value 2017-2022
Table 27 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 28 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 29 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 30 NBO Company Shares of Surface Care: % Value 2018-2022
Table 31 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 32 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 33 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 34 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 35 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Safety concerns surrounding bleach challenge sales during 2022
Low cost, versatility and efficacy are the main advantages of bleach
The Klorin brand leads, offering various packaging sizes to appeal to consumer demands
PROSPECTS AND OPPORTUNITIES
Private label offerings become increasingly relevant, appealing to price-conscious consumers
Players focus on deals and discounts to drive sales during a time of economic turmoil
Other surface care products challenge sales of bleach
CATEGORY DATA
Table 36 Sales of Bleach: Value 2017-2022
Table 37 Sales of Bleach: % Value Growth 2017-2022
Table 38 NBO Company Shares of Bleach: % Value 2018-2022
Table 39 LBN Brand Shares of Bleach: % Value 2019-2022
Table 40 Forecast Sales of Bleach: Value 2022-2027
Table 41 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Current retail value and volume sales decline, leading players to focus on deals
Players focus on limited-edition scents to appeal to consumers
Detergent tablets offer consumers a refillable toilet cleaning product
PROSPECTS AND OPPORTUNITIES
Private label offerings continue to challenge branded players
Sustainability will partner with efficiency to shape new product developments
Domestic origin will continue to be highlighted to boost value sales
CATEGORY DATA
Table 42 Sales of Toilet Care by Category: Value 2017-2022
Table 43 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 45 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 46 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 47 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail volume sales decline as furniture and shoe polishes struggle
Natural ingredients and water-based products gain ground
Private label offers an appealing option in times of rising price-sensitivity
PROSPECTS AND OPPORTUNITIES
Players highlight their domestic origin to boost sales across the forecast period
Competitors to launch educational video content to drive sales
Investment in innovation is expected to remain low across the coming years
CATEGORY DATA
Table 48 Sales of Polishes by Category: Value 2017-2022
Table 49 Sales of Polishes by Category: % Value Growth 2017-2022
Table 50 NBO Company Shares of Polishes: % Value 2018-2022
Table 51 LBN Brand Shares of Polishes: % Value 2019-2022
Table 52 Forecast Sales of Polishes by Category: Value 2022-2027
Table 53 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Health and environmental concerns continue to depress demand
Players market products natural ingredients to aid retail volume sales
Innovation in fragrances as players focus on ambience
PROSPECTS AND OPPORTUNITIES
Efforts to reassure consumers about safety and sustainability likely to intensify
The prevalence of domestic players and private label offerings is set to increase
Players offer innovative formats to boost sales
CATEGORY DATA
Table 54 Sales of Air Care by Category: Value 2017-2022
Table 55 Sales of Air Care by Category: % Value Growth 2017-2022
Table 56 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 57 NBO Company Shares of Air Care: % Value 2018-2022
Table 58 LBN Brand Shares of Air Care: % Value 2019-2022
Table 59 Forecast Sales of Air Care by Category: Value 2022-2027
Table 60 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
A heightened prevalence of insects boosts demand during 2022
Efficacy is key as consumers reach for convenient all-in-one products
Products with natural ingredients increase as players respond to eco-friendly demands
PROSPECTS AND OPPORTUNITIES
Players engage consumers to build brand loyalty and trust
Players will emphasise domestic origin and sustainable practices to drive sales
Companies are expected to focus on developing fewer toxic products
CATEGORY DATA
Table 61 Sales of Home Insecticides by Category: Value 2017-2022
Table 62 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 63 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 64 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 65 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 66 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
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